Coca-Cola Teams with Will.i.am & Harrods to Save the World with Style

The Coca-Cola Company and global music artist and entrepreneur will.i.am are excited to announce the arrival of the EKOCYCLE brand in the UK. Launching at an exclusive Shop-in-Shop in Harrods, the project aims to push the boundaries on more sustainable fashion and design. The EKOCYCLE brand has teamed up with some of the globe’s most desirable brands to create an innovative lifestyle collection – driven by the ambition of using recycled materials to create desirable consumer products.

From womenswear and menswear clothing to accessories, home interiors, a 3D printer and even a portable bike, the EKOCYCLE brand has collaborated with global brands including adidas, Ecoalf, Futai, Inc. (USA), Globe-Trotter, H Brothers, Renew Merchandise, MCM, Misfit, Telecom Lifestyle Fashion, Tern, Terracotta New York,The Office of Angela Scott and 3D Systems.

The brainchild of The Coca-Cola Company, and will.i.am, the EKOCYCLE brand’s ambition is to educate and empower consumers to proactively seek out more sustainable lifestyle choices, by identifying everyday household products and recycling them into wearable and useable items within fashion and design. The result is an inspiring aspirational collection that challenges preconceived notions of products made from recycled materials.

Bea Perez, Vice President and Chief Sustainability Officer said: “Sustainability is at the heart of The Coca-Cola Company and we are always looking at innovative ideas that link the vision of sustainability with our business. The EKOCYCLE brand is about helping consumers understand that waste can actually be a valuable resource to create desirable lifestyle products. We’re delighted to bring the EKOCYCLE brand to the UK, in partnership with Harrods, and introduce a range of products which we hope will excite and inspire people.” 

Embedded in the ethos that ‘“Waste is only waste if we waste it’, the idea was born after will.i.am was inspired to turn waste left behind at a Black Eye Peas gig into recycled sought-after objects and joined forces with The Coca-Cola Company.

EKOCYCLE brand co-creator will.i.am said: “I’m honored to introduce the EKOCYCLE brand to the UK at Harrods and unveil a new group of ‘upcycled’, stylish and fun lifestyle products made partially from recycled materials. I encourage everyone to seek out items that use recycled materials like those featured in the EKOCYCLE products at Harrods.”

The program is expected to help encourage demand and use of recycled materials as well as reinforce the importance of recycling the packaging of finished products, such as plastic bottles and aluminum cans. A portion of the licensing profits from the EKOCYCLE brand initiative will be donated to support additional recycling and community improvement organizations.

Annalise Fard, Director of Home at Harrods said: “At the forefront of luxury retail, Harrods is the ultimate launch-pad for cutting-edge brands. The introduction of the EKOCYCLE brand to Harrods Third Floor highlights our commitment to offering customers the most innovative and luxurious products from around the world, paired with our desire to promote and support brands who are producing sustainable luxury goods.”

Additional collaborations will be announced in the coming year, with iconic brand products ranging from everyday pieces to luxury items.